Second Life
Japan now has the world’s oldest population, with more than one in four citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of potentially feeling lonely and unproductive. To meet the challenge, and help seniors find their calling after retirement, IBM’s Second Life app cross-references occupational data with participants’ unique personality traits, via Watson's deep personality cognitive analytics. The campaign gained over US$3mm in media attention, 46 million impressions while helping over 43,000 seniors find passions they may never have been able to identify.
- DigitalCreative Use of Data
Country
- Japan
Client
- IBM
Production Company
- Birdman
Chief Creative Officer
- Doug Schiff
Executive Creative Director
- George Sugitomo
- Ricardo Adolfo
Creative Director
- Roy Ryo Tsukiji
- Andy Fenning
Associate Creative Director
- Shintaro Hashimoto
Senior Copy Editor
- Toshikazu Suzuki
Senior Art Director
- Takashi Tsukamoto
Art Director
- Ririko Tatsumi
- Yoshihiko Abe
- Kasia Grabek
Designer
- Fumikazu Okajima
- Shoya Ozawa
Video Content Director
- Morris Ku
Production Director
- Natsuki Tosa
Creative Services Director
- Aki Sugawara
Motion Designer
- Yoshihiro Miura
Copywriter
- Naoya Kataoka
- Yutaro Nagata
Business Director
- Junko Igarashi
Account Manager
- Wakaba Mikata
Account Executive
- Mitsui Lin
Advertising Agency
- Ogilvy Japan
Director
- Masaharu Miyasaka
Assistant Director
- Yuta Toga
Technical Director
- Shudai Matsumoto
- Takeru Kobayashi
Back-End Engineer
- Takahisa Maeda
Front-End Engineer
- Naoki Asou
- Takumi Saito
Project Manager
- Tamami Maekawa
- Naoaki Kitahara
- Yoko Kosins
Japan now has the world’s oldest population, with more than one in four citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of potentially feeling lonely and unproductive. To meet the challenge, and help seniors find their calling after retirement, IBM’s Second Life app cross-references occupational data with participants’ unique personality traits, via Watson's deep personality cognitive analytics. The campaign gained over US$3mm in media attention, 46 million impressions while helping over 43,000 seniors find passions they may never have been able to identify.